🔒Friday Food Insider: A Maine team looks to speed up molasses sales

A Maine team is aiming to bring molasses back into the spotlight by transforming it into an everyday sweetener. Innova Brands, a Portland-based food company founded by Jim Hauptman and John Milburn, launched Molässa, a reformulated version of molasses. Molasses has historically played a niche role in home kitchens, in part because of its strong flavor and use in baked goods. A byproduct of sugar refining, molasses took root in American kitchens in the Colonial era. In lieu of added sugar, maple syrup, honey and agave have all gained cooks' favor. Molasses has been the odd ingredient out — until now. Hauptman told Mainebiz that the idea for the product emerged from early-stage research into launching a rum brand that relies on molasses as its base ingredient. After stepping away from the spirits concept, the founders shifted their focus to developing a product built around molasses instead. Hauptman is a managing director at Blaze Partners, a Falmouth-based advertising agency. Milburn is vice president of key accounts at Implus LLC, a fitness accessories and device company.

How it's made

Molässa is produced using a modified processing method that adjusts heat, pressure, and centrifuge time to retain more of the natural sugars and moisture. The result is a lighter, more pourable product with a sweeter flavor profile than traditional molasses, while still maintaining nutrients, including potassium, calcium, iron and magnesium. Molässa begins with U.S.-grown sugarcane (Florida and Louisiana are leading producers). Once harvested, the stalks are fed through heavy rollers that squeeze out the sap, or juice. Through steps involving heat and pressure, much of the moisture evaporates, creating a thick syrup. The syrup is boiled further, forming sugar crystals. That mixture is then put into a centrifuge to separate the sugar crystals from the syrup. At this point, the syrup has become molasses. The product took two years to develop and is currently co-packed in Massachusetts. In Maine, Molässa has partnerships with Brickyard Brands and Sebago Distribution, and products are available in specialty stores throughout the state. It is also sold in New Hampshire and Massachusetts and is available online through Amazon.

What is next?

Hauptman said the company is exploring moving its co-packing operations to the state as it expands production. Regional distribution expansion is underway and collaborations with several well-known Maine brands are also in development. A spiced version of Molässa is expected to launch later this year.

Reader feedback

What unique Maine food manufacturers should we write about next? The Mainebiz Food Insider wants to hear from you! Contact Alexis Wells at awells@mainebiz.biz.